Populating Plexal - The AI legacy of London 2012

Populating Plexal - The AI legacy of London 2012, Frank / Plexal
Frank was asked to encourage enquiries, registration and occupancy for Plexal, an ‘ideas hub’ for tech businesses in the former London 2012 Olympics Broadcast Centre – a key part of the Olympics legacy plan.

Plexal was a building site when Frank took on the brief and there was a lack of assets – even a CGI image – for the media. So the main ‘asset’ became Plexal chief executive Claire Cockerton, who the agency promoted to key titles as a commentator on all things tech-related.

Highlights included featuring in The Times on the day of the Spring Budget Statement, becoming a regular guest on the BBC Radio 4 Today programme, and being quoted by The Daily Telegraph, New Statesman and The Independent.

The activity generated more than 100 pieces of coverage from day one to ‘doors open’, when occupancy rates were 60 per cent, against a target of 35 per cent. Ninety per cent of initial occupants were from Plexal’s desired sector of robotics and AI (the target was 70 per cent).

PR was the sole marketing function that led to enquiries, tour registrations and long-term occupancy agreements.

The Mayor of London’s office asked Plexal to be part of the #LondonIsOpen campaign to reinforce London as a tech hub post-Brexit, and the Mayor launched London Tech Week at Plexal’s opening.

Judges’ comment:
"Low budget. Strong results"

Executive Summary
The ambition for Plexal was to become one of the positive legacies of London 2012. Based in Stratford at the site of the former Olympic Broadcast centre, Plexal was a new co-working space aimed at businesses working in A.I & robotics.

The brief to Frank was simple. PR is the sole marketing function for Plexal, so our name needs to be seen where our future tenants are. In four months, we had to ensure that when Plexal opened its doors, there were business registered to fill the space from Day 1.

We needed to populate Plexal.